marketing ch10

Marketing ch10 - Ch 10 1 Product line and product mix 255 a group of products that are closely related because they satisfy a class of needs and

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Ch 10 1. Product line and product mix 255 – a group of products that are closely related because they satisfy a class of needs and are sold to the same customer group. 2. Classifying products 253-256 a. Type of use i. Consumer b2c – classification Fig 10-1. If we know how to categorize and product then we know how to market the product. The categorization is generated by the purchase behavior of consumers. 1. Convenience - pricing needs to be low. Place needs to be widespread, many outlets. Ex. Toothpaste, gum, etc. (Price and Place) 2. Shopping – in between specialty and convenience 3. Specialty – Price is expected to be expensive so price insensitive, distribution is limited to increase its value, and promotion needs to be unique. Extremely brand loyal (Place and promotion) 4. Unsought – People really don’t want the product. Product awareness is essential Ex. Life insurance. ii.
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This note was uploaded on 09/30/2009 for the course MKTG 2300 taught by Professor Moody during the Fall '08 term at Colorado.

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Marketing ch10 - Ch 10 1 Product line and product mix 255 a group of products that are closely related because they satisfy a class of needs and

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